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International Marketing

2nd Edition

Daniel W. Baack; Barbara Czarnecka; Donald Baack
eISBN-13: 9781526463104

eBook Features

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Additional Book Details

Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context.


The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.


The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns.


New to the second edition:

More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka
Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries
New coverage of digital advances and social media marketing
Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography
Additional videos supplementing the comprehensive online resource package for students and lecturers

A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.


 


 

Sold By SAGE Publications
ISBNs 9781506389226, 9781506389219, 9781526463104, 1526463105
Language English
Number of Pages 600
Edition 2nd